Canon just announced the Canon Speedlite 470EX-AI Flash, which the company is calling “a revolutionary new flash system designed with entry-level and enthusiast photographers in mind.” The new Canon Speedlite flash employs Auto Intelligent (AI) Bounce technology, which is engineered to automatically and intelligently configure the most appropriate bounce angle resulting in ideal lighting conditions.

The Speedlite 470EX-AI Flash is designed to help alleviate the stigma attached to flash photography as being too difficult, while serving as a gateway for photographers looking to expand their skill set, especially those who recently stepped up from smartphone photography, Canon said in a press announcement tonight.

According to Canon, the new AI Bounce technology in the Speedlite 470EX-AI Flash is designed to automatically and intelligently determine and dictate the optimal angle of flash based off two distance variables: the distance between the camera and the ceiling, and the distance between the camera and the shooting subject.

“This technology allows photographers, in particular those who are new to flash photography, to utilize the ideal lighting situation and natural brightness of the room,” Canon said. “For more advanced photographers who often alter the horizontal or vertical direction of their camera back and forth, the Canon Speedlite 470EX-AI Flash will remember the previous bounce angle and restore the flash to that position.”

Additional features of the Canon Speedlite 470EX-AI Flash include infrared AF assist mode, optical receiver transmission, and flash coverage from 14mm and 24mm to 105mm.

The Canon Speedlite 470EX-AI Flash is scheduled to be available in April 2018 for an estimated retail price of $399.99.